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Growth Hacking: Tools, Techniques & Case Study

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These slides contain the following:
1) What is product market fit, How to reach product market fit and how to quantify product market fit.
2) How to be data driven i.e. implementing processes and tools
3) How to set business goals and use other growth metrics.
4) Over 15 Growth Hacking Examples
5) Case study on how to take an educational product from 200,000 to 1,000,000 in annual revenue.
Finally setting/ creating a growth culture to make sure things are being implemented week over week.

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Growth Hacking: Tools, Techniques & Case Study

  1. 1. GROWTH! HACKING ! Anirudh Narayan
  2. 2. Anirudh Narayan Growth Hacker, Shutterstock! • Managed a monthly marketing budget of $25,000 • Scaled two marketing channels that increased ARR by $100,000 ! Growth Manager (Americas & Africa), Lean Startup Machine! • Led expansion of business in 50 cities in Americas and Africa • Provided lean startup training to ESPN & TLC • Mentored over 350 aspiring entrepreneurs in lean startup methodology ! Director of Operations, Krossover! • Part of founding team (5th member) that went on to raise $7,000,000 in funding • Led a team of 25 sports analysts ! Business Consultant: Engineer: Growth Hacker | Digital Nomad | Data Nerd
  3. 3. GROWTH HACKING #growthhackingLATAM 1. What is Growth hacking?! 2. Journey of a Startup 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  4. 4. GROWTH HACKING “Growth hacking is a marketing technique that uses creativity, analytical thinking and metrics to increase revenue and gain traction for your business. ”
  5. 5. “GROWTH HACKING IS SEXY” NOT
  6. 6. You’re this guy
  7. 7. WHO IS A GROWTH HACKER? Source: @Twoodo, @darnocks
  8. 8. GROWTH HACKING 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture! #growthhackingLATAM
  9. 9. JOURNEY OF A STARTUP Source: Paul Graham. Enhanced: Trevor Owens
  10. 10. JOURNEY Idea ! User FlowsConcierge Exploration! Pre-Sell (Pitch) AlphaPrototype Beta Scale Lean Startup: Idea to Product Market Fit GrowthHacking:ProductMarketFittoScale Customer Personas Lean Canvas #growthhackingLATAM
  11. 11. GROWTH HACKING 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  12. 12. PRODUCT MARKET FIT
  13. 13. PRODUCT MARKET FIT ! ! How would you feel if you could no longer use this product?! ! A. Very disappointed! B. Somewhat disappointed! C. Not disappointed! D. N/A or I no longer use your product ! IF > 40% MARK ! OPTIMIZE & SCALE ! IF < 40% MARK ! CUSTOMER DEVELOPMENT! ! ! Source: Sean Ellis, CEO Qualaroo, Ex-Marketer at Dropbox.! ! !
  14. 14. PRODUCT MARKET FIT ! ACHIEVED PRODUCT MARKET FIT ( > 40% )! ! ! I) Passionate Users:! ! Why did you sign up for the product originally?! What is the primary benefit you receive from the product?! Why is that benefit important to you?! How do you describe the product when you’re recommending it to friends? ! II) New Visitors: ! III) Abandoned before purchase: ! !
  15. 15. PRODUCT MARKET FIT NPS = %PROMOTERS - %DETRACTORS IV) What is the likelihood that you would recommend this product (Scale: 1-10 ACHIEVED PRODUCT MARKET FIT ( > 40% )!
  16. 16. ! Customers: ! ! How do they use the product ! What’s the primary benefit they received from the product. ! Change messaging ! PRODUCT MARKET FIT NEED TO ACHIEVE PRODUCT MARKET FIT ( < 40% )!
  17. 17. GROWTH HACKING #growthhackingLATAM 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  18. 18. CUSTOMERS PERSONA EXAMPLE
  19. 19. How to build customer personas? Tools to use to build personas CUSTOMERS PERSONA TEMPLATE
  20. 20. WHERE CAN I FIND THEM?
  21. 21. WORKSHOP! ! CUSTOMER PERSONAS
  22. 22. GROWTH HACKING #growthhackingLATAM 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  23. 23. Lean Canvas
  24. 24. GROWTH HACKING #growthhackingLATAM 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  25. 25. Business Goals ! • Revenue! ! • Objectives & Key Results (OKR’s ! • Growth Metrics
  26. 26. SAAS PRODUCTS (Software As a Service)! ! Annual Revenue = Function {Ec, Nc, C, Cu,Cd ! • Existing Customers (Ec)! • New Customers (Nc)! • Churn (C)! • Customers Upgraded (Cu)! • Customers Downgraded (Cd)! ! Business Goals: Revenue
  27. 27. SAAS PRODUCTS (Software As a Service)! ! • Total users = 20 million! • Free users = 18 million! • Paying users = 2 million (10% of total users), Subscription: $9/month! • Annual Revenue 2015 = (2 million * $10 * 12 months) = $240 million! ! • GOAL: Annual Revenue 2016 : $300 million! • Increase Revenue by $60 million i.e. $ 5 million by month 1! • Increase number of users by the end of the year by 500,000! • Increase paying users from 2 million to 2.5 million.! ! POSSIBILITIES:! • Existing Customers (Ec)! • New Customers (Nc) (Add a total of 5 million total users)! • Churn (C) (Net adds)! • Customers Upgraded (Cu) (Can we get 500,000 users from our existing 18 million)! • Customers Downgraded (Cd)! Business Goals: Revenue
  28. 28. ! E-COMMERCE PRODUCTS! ! Annual Revenue = Function {Se, Cr, Bs ! • Sessions (Se)! • Conversion Rate (Cr • Average Basket Size (Bs ! Business Goals: Revenue
  29. 29. Objective: Business Goals.! ! Results: ! • Growth • Engagement • Revenue • Performance • Quality ! Personal Growth and Company Goals.! ! Business Goals: OKR’s
  30. 30. Objective: ! Key Results:! • Improve avg. number of votes in each city from 250 to 400. • Increase number of tickets being sold in insider from 12 to 15 • Increase avg. number of attendees to workshops from 45 to 50 ! Objective: ! Key Results: • Increase per day views to 1,000 • Total monthly uniques 45,000 ! ! Business Goals: OKR’s
  31. 31. ! • Cost Per Lead (CPL), Cost Per Acquisition (CPA)! ! • Churn Rate! ! • Bounce Rate! ! • Conversion %! ! • Daily Active Users (DAU), Monthly Active Users (MAU)! ! • Annual Recurring Revenue(ARR), Monthly Recurring Revenue(MRR) ! ! • Life Time Value (3 CPA < LTV) Business Goals: Growth Metrics
  32. 32. GROWTH HACKING #growthhackingLATAM 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  33. 33. ACQUISITION ACTIVATION RETENTION REFERRAL! REVENUE! Viral Loop INTRODUCTION TO LEAN ANALYTICS
  34. 34. LEAN ANALYTICS • Acquisition [Bounce Rates, Number of Visitors, Emails]! ! • Activation [Logins, Accounts Created, Demo, Free Trials]! ! • Retention [Number of Active users, Inactive Users]! ! • Referral [Number of users signing up through referral]! ! • Revenue [Paid users, monthly/ Annual]!
  35. 35. LEAN ANALYTICS ACQUISITION ACTIVATION RETENTION REFERRAL! REVENUE! Viral Loop
  36. 36. ACQUISITION ! • Marketing Channels (Paid/Unpaid)! ! • High Converting Landing Page! ! • Exit Intent #growthhackingLATAM
  37. 37. MARKETING CHANNELS Free Marketing Channels! ! • Social Channels (Twitter, FB, LinkedIn, Quora, Instagram, Pinterest) • Email • Cross Promotions • Meetups & Events • Community Building • Blogging/Creation of content • Guest blogging • Youtube • Word of Mouth • SEO Paid Marketing Channels! ! • SEM • Paid Social (Twitter, LinkedIn, Facebook) • Online Display Ads • Offline Advertising • Public relations • B.D, Sales, Trade Shows • Retargeting • Content Amplification • Affiliate Marketing • TV & Radio Ads • Platform Integration
  38. 38. LEAN ANALYTICS: ACQUISITION Optimized Landing Page
  39. 39. LEAN ANALYTICS: ACQUISITION Optimized Landing Page
  40. 40. LEAN ANALYTICS: ACQUISITION Optimized Landing Page
  41. 41. TOOLS HIGH CONVERTING LANDING PAGE #growthhackingLATAM
  42. 42. LEAN ANALYTICS: ACQUISITION Exit Overlay Hubspot
  43. 43. QuickMVP LEAN ANALYTICS: ACQUISITION Exit Overlay
  44. 44. ACQUISITION: EXIT INTENT Skillfeed
  45. 45. TOOLS! ACQUISITION: EXIT INTENT
  46. 46. LEAN ANALYTICS ACQUISITION ACTIVATION RETENTION REFERRAL! REVENUE! Viral Loop #growthhackingLATAM
  47. 47. LEAN ANALYTICS: ACTIVATION 1 2 LIVING SOCIAL Reducing Friction!
  48. 48. LEAN ANALYTICS: ACTIVATION Reducing Friction! LIVING SOCIAL 3 4
  49. 49. LEAN ANALYTICS: ACTIVATION 5 6 Reducing Friction!
  50. 50. LEAN ANALYTICS: ACTIVATION Reducing Friction!
  51. 51. LEAN ANALYTICS: ACTIVATION Drip Campaigns! Source: Zapier !
  52. 52. LEAN ANALYTICS ACQUISITION ACTIVATION RETENTION REFERRAL! REVENUE! Viral Loop
  53. 53. LEAN ANALYTICS: RETENTION Email Strategy | LinkedIn! TYPES OF EMAILS! ! 1. People are looking at your profile 2. You got a message, reply 3. Waiting for your response 4. See someone’s connections 5. Congratulate someone for their job 6. Is celebrating work anniversary 7. New announcement in the group 8. Someone has endorsed you 9. Happy Birthday 10. Someone from your gmail contacts joined, connect with them? 11. Job Related Tips 12. Looking for candidates like you 13. Special Announcement Emails
  54. 54. LEAN ANALYTICS: RETENTION Competition + Ranking + Levels!
  55. 55. LEAN ANALYTICS: RETENTION New Content!
  56. 56. LEAN ANALYTICS ACQUISITION ACTIVATION RETENTION REFERRAL! REVENUE! Viral Loop #growthhackingLATAM
  57. 57. LEAN ANALYTICS: REFERRAL Incentivize referrals for goodies!
  58. 58. LEAN ANALYTICS: REFERRAL Incentivize referrals for goodies!
  59. 59. LEAN ANALYTICS ACQUISITION ACTIVATION RETENTION REFERRAL! REVENUE! Viral Loop #growthhackingLATAM
  60. 60. LEAN ANALYTICS: REVENUE Pricing Hacks Use congruent language Use small font size Remove comma Separate shipping + handling Source: www.nickkolenda.com
  61. 61. LEAN ANALYTICS: REVENUE Monetizing most actively used feature
  62. 62. LEAN ANALYTICS: REVENUE Annual versus monthly | More than 1 price
  63. 63. GROWTH HACKING 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  64. 64. TRACKING TOOLS 1. Product Analysis! • Conversion Analysis! • Heat Maps & Live Interaction! • A/B Testing! • Overall website behavior! 2. Product Management Tools! 3. Project Management Tools! 4. Social Tracking (Bitly, ClickToTweet)! 5. Customer Development Tools
  65. 65. TRACKING TOOLS 6. Acquisition Tools! SEM/SEO Redirecting Platform! Content Marketing! Social! 7. Sales Tracking! 8. Retention Tools!
  66. 66. 1. Product Analysis! • Conversion Analysis ! • Heat Maps & Live Interaction! • A/B Testing! • Overall website behavior 2. Product Management Tools! 3. Project Management Tools! 4. Social Tracking (Bitly, ClickToTweet)! 5. Customer Development Tools TRACKING TOOLS
  67. 67. PRODUCT ANALYSIS: CONVERSION ANALYSIS
  68. 68. MIXPANEL: FUNNEL ANALYSIS
  69. 69. MIXPANEL: INDIVIDUAL CUSTOMER ANALYSIS
  70. 70. MIXPANEL: INDIVIDUAL CUSTOMER ANALYSIS
  71. 71. MIXPANEL: RETENTION ANALYSIS #growthhackingLATAM
  72. 72. MIXPANEL: A/B TESTING #growthhackingLATAM
  73. 73. CONVERSION ANALYSIS: MIXPANEL Features! Conversion Analysis! Individual Customer Analysis! Retention Analysis! Notifications! Surveys! A/B Testing
  74. 74. 1. Product Analysis! • Conversion Analysis! • Heat Maps & Live Interaction! • A/B Testing! • Overall website behavior 2. Product Management Tools! 3. Project Management Tools! 4. Social Tracking (Bitly, ClickToTweet)! 5. Customer Development Tools TRACKING TOOLS
  75. 75. INSPECTLET: HEAT MAPS Eye Tracking heat maps Mouse Click heat maps
  76. 76. INSPECTLET: HEAT MAPS
  77. 77. INSPECTLET: LIVE INTERACTION
  78. 78. 1. Product Analysis! • Conversion Analysis! • Heat Maps & Live Interaction! • Landing Page! • A/B Testing! • Overall website behavior 2. Website Behavior! 3. Product Management Tools! 4. Project Management Tools! 5. Social Tracking (Bitly, ClickToTweet)! 6. Customer Development Tools TRACKING TOOLS
  79. 79. A/B TESTING Comparing 2 versions of a web page to see which one performs better
  80. 80. EXAMPLES OF A/B TEST
  81. 81. Twitter Ads EXAMPLES OF A/B TEST
  82. 82. EXAMPLES OF A/B TEST Emails
  83. 83. A/B TESTING #growthhackingLATAM 1. Landing Page Messaging! 2. Button Colors! 3. Sign Up Forms! 4. Images
  84. 84. A/B TESTING #growthhackingLATAM
  85. 85. 1. Product Analysis! • Conversion Analysis! • Heat Maps & Live Interaction! • Landing Page! • A/B Testing! • Overall website behavior 2. Product Management Tools! 3. Project Management Tools! 4. Social Tracking (Bitly, ClickToTweet)! 5. Customer Development Tools #growthhackingLATAM TRACKING TOOLS
  86. 86. PRODUCT ANALYSIS: GOOGLE ANALYTICS #growthhackingLATAM
  87. 87. #growthhackingLATAM PRODUCT ANALYSIS: GOOGLE ANALYTICS
  88. 88. #growthhackingLATAM Tracking:! ! Funnel Analysis | Page Depth Analysis! Bounce Rate, Time Spent, Exit Rates! Demographic Information! E-commerce Conversion Rates! Source, Medium & Channel Analysis PRODUCT ANALYSIS: GOOGLE ANALYTICS
  89. 89. 1. Product Analysis! • Conversion Analysis! • Heat Maps & Live Interaction! • Landing Page! • A/B Testing! • Overall website behavior 2. Product Management Tools! 3. Project Management Tools! 4. Social Tracking (Bitly, ClickToTweet)! 5. Customer Development Tools TRACKING TOOLS
  90. 90. PRODUCT MANAGEMENT PIVOTAL TRACKER
  91. 91. 1. Product Analysis! • Conversion Analysis! • Heat Maps & Live Interaction! • Landing Page! • A/B Testing! • Overall website behavior 2. Product Management Tools! 3. Project Management Tools! 4. Social Tracking (Bitly, ClickToTweet)! 5. Customer Development Tools #growthhackingLATAM TRACKING TOOLS
  92. 92. PROJECT MANAGEMENT #growthhackingLATAM
  93. 93. PROJECT MANAGEMENT
  94. 94. 1. Product Analysis! • Conversion Analysis! • Heat Maps & Live Interaction! • Landing Page! • A/B Testing! • Overall website behavior 2. Product Management Tools! 3. Project Management Tools! 4. Social Tracking (Bitly, ClickToTweet)! 5. Customer Development Tools TRACKING TOOLS
  95. 95. SOCIAL TRACKING #growthhackingLATAM
  96. 96. 1. Product Analysis! • Conversion Analysis! • Heat Maps & Live Interaction! • Landing Page! • A/B Testing! • Overall website behavior 2. Product Management Tools! 3. Project Management Tools! 4. Social Tracking (Bitly, ClickToTweet)! 5. Customer Development Tools TRACKING TOOLS
  97. 97. CUSTOMER DEVELOPMENT TOOLS
  98. 98. 6. Acquisition Tools! SEM/SEO Redirecting Platform! Content Marketing! Social! 7. Sales Tracking! 8. Retention Tools! #growthhackingLATAM TRACKING TOOLS
  99. 99. TRACKING TOOLS: PAID MARKETING ! ! Search Engine Marketing ! ! Search Engine Optimization
  100. 100. 6. Acquisition Tools! SEM/SEO Retargeting Platform! Content Marketing! Social! 7. Sales Tracking! 8. Retention Tools! TRACKING TOOLS
  101. 101. ACQUISITION: RETARGETING PLATFORM HANDY PLATED
  102. 102. 6. Acquisition Tools! SEM/SEO Redirecting Platform! Content Marketing! Social! 7. Sales Tracking! 8. Retention Tools! #growthhackingLATAM TRACKING TOOLS
  103. 103. ACQUISITION TOOLS: CONTENT MARKETING
  104. 104. 6. Acquisition Tools! SEM/SEO Redirecting Platform! Content Marketing! Social! 7. Sales Tracking! 8. Retention Tools TRACKING TOOLS
  105. 105. TRACKING TOOLS: SOCIAL SOCIAL ANALYTICS
  106. 106. 6. Acquisition Tools! SEM/SEO Retargeting Platform! Content Marketing! Social! 7. Sales Tracking! 8. Retention Tools! TRACKING TOOLS
  107. 107. SALES TRACKING TOOLS #growthhackingLATAM
  108. 108. 6. Acquisition Tools! SEM/SEO Redirecting Platform! Content Marketing! Social! Exit Intent! 7. Sales Tracking! 8. Retention Tools TRACKING TOOLS
  109. 109. RETENTION TOOLS
  110. 110. TRACKING TOOLS 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  111. 111. GROWTH HACKING CYCLE
  112. 112. STEP 1: ANALYZE CURRENT DATA
  113. 113. STEP 2: IF DATA MISSING, COLLECT DATA
  114. 114. STEP 3: IDENTIFY AREAS OF IMPROVEMENT
  115. 115. STEP 4: DECIDE METRIC
  116. 116. STEP 5: SETUP AND RUN EXPERIMENT!
  117. 117. STEP 5: ANALYZE RESULTS!
  118. 118. STEP 6: Pivot or Persevere
  119. 119. GROWTH HACKING #growthhackingLATAM 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  120. 120. CASE STUDY: SKILLFEED
  121. 121. • What is Skillfeed? • Competitor Analysis • User Personas • Defined Business Model & Metrics • Defined Funnel • Tools Used • Analyzed Data 1. Top 25 countries conversion rates 2. Exit Reasons 3. Video Viewing Data 4. Demographic & Interest 5. Marketing Channel Data 6. Content consumed within platform 7. Churn, LTV, Net Adds, Annual v/s Monthly 8. Email Open Rates & Conversions ! • Experiments Run SKILLFEED: CASE STUDY
  122. 122. WHAT IS SKILLFEED?
  123. 123. CASE STUDY: COMPETITORS
  124. 124. CASE STUDY: CUSTOMER PERSONAS
  125. 125. CASE STUDY: CUSTOMER PERSONAS #growthhackingLATAM
  126. 126. CASE STUDY: BUSINESS GOALS & OKR’S Annual Revenue (SAAS ! • Browse Accounts (Give email but not credit card) • Free Trials (Credit card) • Existing Paying Customers (Ec) • New Paying Customers (Nc) • Net Adds • Churn (C) • Life Time Value #growthhackingLATAM
  127. 127. CASE STUDY: FUNNEL ANALYSIS ACQUISITION (Email Address) ACTIVATION (Free Trials) RETENTION (Retained Paid Users) REFERRAL (# of people being referred) REVENUE ! (Monthly/Annual) #growthhackingLATAM
  128. 128. CASE STUDY: TOOLS USED #growthhackingLATAM
  129. 129. CASE STUDY: ANALYZED DATA Analyzed Data: ! ! 1. Top 25 countries conversion rates 2. Exit Reasons 3. Video Viewing Data (Month & Subject) 4. Demographic & Interest 5. Marketing Channel Data 6. Content consumed within platform 7. Churn, LTV, Net Adds, Annual v/s Monthly 8. Email Open Rates & Conversions #growthhackingLATAM
  130. 130. CASE STUDY: ANALYZED DATA Analyzed Data: Top 25 countries conversion rates #growthhackingLATAM
  131. 131. CASE STUDY: ANALYZED DATA Analyzed Data: Exit Reasons #growthhackingLATAM
  132. 132. CASE STUDY: ANALYZED DATA Analyzed Data: Video Viewing Data (Month) #growthhackingLATAM
  133. 133. CASE STUDY: ANALYZED DATA Analyzed Data: Video Viewing Data (Subject) #growthhackingLATAM
  134. 134. CASE STUDY: ANALYZED DATA Analyzed Data: Demographic & Interest #growthhackingLATAM
  135. 135. CASE STUDY: ANALYZED DATA Analyzed Data: Marketing Channel Data
  136. 136. CASE STUDY: ANALYZED DATA Analyzed Data: Churn, LTV, Net Adds, Annual v/s Monthly #growthhackingLATAM Refer Excel
  137. 137. CASE STUDY: ANALYZED DATA Analyzed Data: Funnel #growthhackingLATAM
  138. 138. AREAS TO FOCUS #growthhackingLATAM Analyzed Data: ! ! 1. Reduce Churn 2. Reduce Cost Per Acquisition 3. Improve quality of content on platform 4. Make product more goal oriented 5. Discover new marketing channels 6. Improve conversion (Browse —> Free Trial)
  139. 139. ACTION ! PLAN
  140. 140. PRIORITIZE ENHANCEMENTS Pivotal Tracker
  141. 141. CASE STUDY: EXPERIMENTS RUN 1) Extending Free Trial (7 days v/s 30 days v/s 60 days) No time right now
  142. 142. CASE STUDY: EXPERIMENTS RUN 2) Activating browse account users with drip campaigns Increasing conversion from browse to free trial
  143. 143. CASE STUDY: EXPERIMENTS RUN 3) New Marketing Channels Podcast Display Ads Social Ads Google: Sponsored Promotions + SEM
  144. 144. CASE STUDY: EXPERIMENTS RUN 3) New Marketing Channels: Twitter (A/B Tests) Pick Up Marketing Skills > Become a skilled marketer
  145. 145. CASE STUDY: EXPERIMENTS RUN 3) New Marketing Channels: Facebook (A/B Tests) Be an Entrepreneur > Learn Entrepreneurship
  146. 146. CASE STUDY: EXPERIMENTS RUN ! 4) Increasing conversions : Exit Overlay (Bounce Exchange) +13% conversion for 65,000 Tutorials (Left version)
  147. 147. + 9% conversion with Type B (Left Rail) EXAMPLE OF GROWTH HACKS: SKILLFEED Type A Type B 5) Left Rail With Bounce Exchange
  148. 148. CASE STUDY: EXPERIMENTS RUN 6) Old Design v/s New Design (Bounce Exchange) #growthhackingLATAM 2X conversions with Type A Type A Type B
  149. 149. CASE STUDY: EXPERIMENTS RUN 7) Creating New Taxonomy
  150. 150. CASE STUDY: EXPERIMENTS RUN 8) Improving Curation of Videos
  151. 151. CASE STUDY: EXPERIMENTS RUN 9) Selling Through Instructors
  152. 152. CASE STUDY: EXPERIMENTS RUN 10) Affiliate Marketing
  153. 153. CASE STUDY: EXPERIMENTS RUN 11) Cross Promotion With Other Products
  154. 154. CASE STUDY: EXPERIMENTS RUN 12) Making Product More Goal Oriented (Emails)
  155. 155. GROWTH HACKING #growthhackingLATAM 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  156. 156. PRODUCT PLAN Impact versus Technical Ease
  157. 157. GROWTH HACKING #growthhackingLATAM 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  158. 158. A GREAT GROWTH HACKER • Is Data Driven! ! • Understands Technology! ! • Customer Centric! ! • T-Shape to V-Shape! ! • Creative! ! #growthhackingLATAM
  159. 159. GROWTH HACKING #growthhackingLATAM 1. What is Growth hacking?! 2. Journey of a Startup! 3. Identifying Product Market Fit! 4. Building Customer Personas (Workshop)! 5. Lean Canvas! 6. Business Goals! 7. Lean Analytics (AARRR)! 8. Tracking Tools ! 9. Growth Hacking Cycle! 10. Case Study! 11. Product Plan! 12. What makes a good growth hacker?! 13. Setting a growth culture!
  160. 160. SETTING A GROWTH CULTURE • Testing Thursdays! ! • Analyze Wednesdays! ! • Empower Individuals Within Company! ! • Invite Customers #growthhackingLATAM
  161. 161. THANK YOU ! • Twitter: ! • Email: ! • Course: #growthhackingLATAM

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